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In the past 12 months, the Cedar brand has launched new offices in China, South Africa and the Czech republic; expanded its multi-platform, total content packages for key clients with ground breaking and award winning new creative work; created new appointments across the business worldwide, delivered target-busting revenues for clients and posted double digit growth for the second year running.
In a whirlwind year in which new targets were set - and broken - on an almost monthly basis, CEO Clare Broadbent picks two seminal moments in Cedar's development. ‘Setting up an office in China to launch its first ever retail customer magazine for Tesco was incredibly challenging, as we had to find a suitable partner company to meet the local legal requirements. But the magazine's success has exceeded all our (high) expectations, and created a blueprint for our other international offices, combining our core values and standards with international best practice and local talent and expertise. 2011 has been the year Cedar went truly global - and we're looking forward to another exciting announcement in the new year.'
Compelling content remains at the heart of Cedar's success across all platforms and in all its markets, as Paul Morris, Marketing Director of Tesco China, confirms. Following the launch of Tesco Magazine in China he said, ‘it looks fantastic, and exudes all the love, hard work and commitment of you as a team. This is a very important moment on our journey to build our brand in China...a dream has become a reality.'
Ms Broadbent's second highlight was the work done throughout the year with British Airways. ‘In addition to High Life, Business Life and First Life - the three outstanding onboard print magazines we produce for British Airways- we have also launched The Club, a new digital magazine which goes to seven million members of the British Airways Executive Club, as well as on their main website. We had to pitch against established specialist digital publishers, and won the work because we had a strong editorial vision of what the reader would find most engaging - and the technical and creative resources to bring that vision alive, including a dynamic, resized version for mobile. The whole thing works intuitively online and looks really modern and exciting'.
Cedar has also developed Real Food, its food magazine for Tesco, from a quarterly print magazine into a total Food Inspiration hub and major sub-brand for the retailer. Now bi-monthly as a print magazine, with an massively extended and dynamic digital site, new ezine, in-store recipe cards and point of sale content, a branded cook book and the driving force behind the advertiser-funded cookery show Real Family Cook-Off on Channel 5, Real Food has become the key consumer touch-point in Tesco's campaign to inspire more of its customers to enjoy cooking at home.
‘This is just one good example of the way that Cedar is challenging traditional content rules and producing ground breaking new creative ideas,' commented Mark Jones, Editorial Director. ‘We take enormous care to understand our client's ethos and spirit, so we can act as true partners and turn brands into media owners'.
Other reasons to celebrate this year include new business wins from Dolce hotels, and from Virgin Atlantic and Spanish airline Vueling; a brilliant new iPad app for Nikon, and a cluster of APA awards, including Best Digital Solution for Real Food, beating both the Channel 4 Food site and Manchester United.
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